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Thursday, August 09, 2007

More notes from eTail yesterday: One of the compelling presentations was by Brian Beitler - VP, Bath and Body Works:
Multichannel customers are 3x the value of a single channel customer, not just self selected, value goes up 60 to 70% when someoneuses a 2nd channel.
Very important to know value of customers and communicate it...each address is worth $25 in sales, each eamil is $18.. Communicate to store staff.
When a sales associate "touches" a customers hand with a sample, conversion goes up to 65% from 30%.
Important to go out and view in realtime your customers, and what they're doing, and talk to them. He had a lot of great examples; even if you're online only, make sure you use your tools to do this.
Coincidentally, Marketing Sherpa has a post on how Bath and Body works improved their converstion rate on the site.

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Blogger Glenn Edelman said...

Hi Josh,
Great blog, it was nice meeting you at etail the other day. I am always curious about the value of multi-channel customers vs. single channel multi-buyers. Has anyone ever done a study that looks at 2X+ Web-Only Buyers or 2X+ Store Only buyers vs. 2X+ multi-channel customers?

By definition, multi-channel customers are going to be valuable because they are multi-buyers.

--Glenn Edelman, Wine Enthusiast

9:27 AM  

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